May 11, 2021 /

Chris Hayes EVP, Brand Strategy

When I meet someone for the first time, I’m often asked what I do for a living or what does my company do. The simple answer is that I work for a marketing agency and we help companies sell their products. But I always like to add that the ‘how’ of what we do is much more interesting than the ‘what.’

That “how” involves storytelling. We create compelling stories that entertain, inform, instruct and ultimately move people to take some action. Think for a moment about a particular print ad, commercial, video or catalog that has stayed with you over time. You probably remember it because it involved some kind of story. Through a deft combination of words and visuals, it moved you in some way.  

A good story has the power to capture and hold your interest. It can make you aware of something you didn’t know or reinforce a belief or perception you already had. It accomplishes this in a way that facts alone just can’t.

Many things go into building an effective story. Above all, it’s key that the “teller” knows and understands their audience. We constantly preach that you can never know enough about the customer. Not understanding who they are, what they care about and why they care is a formula for failure. Before putting pen to paper, always do your homework and get meaningful customer insights to ensure your story will resonate with your customers.

Here are five things that every effective story should have:

  1. The story must be authentic to the teller. It should honestly and accurately reflect the beliefs and values of the advertiser. Consumers are smart and even the best story can’t make a brand into something it’s not. For example, several years ago REI told its customers it was closing all its stores on Black Friday to encourage employees and customers to spend the day outdoors with their families and friends. This was totally authentic to the REI brand and it paid off with a revenue increase of more than 9%.
  2. The story must respect the audience.  The customers are giving you their time. It’s important that the story considers what the consumer knows and cares about… what they want to hear. Never underestimate or talk down to the customer. Reward them for their attention! Activia’s “Don’t Tell Me I Can’t” campaign told its story through candid interviews with real women talking about their experiences with self-doubt while highlighting their strength and determination to achieve their goals.
  3. The story must offer a clear value proposition. While this may seem obvious, the proposition should never be buried in an overly clever narrative. It should be clear what the advertiser is asking of the customer. Don’t be afraid to include a call to action. Dollar Shave Club’s “Great Shave for a Few Bucks a Month” is an example of a simple, straightforward proposition that includes the instruction to the customer to “Do It.”
  4. The story should evoke or tap into some emotion. Facts alone rarely inspire or move people to action. There should always be an emotional component that draws the consumer in and encourages them to “invest” in your story. Connect with the customer through the power of emotion. St. Jude’s Hospital does this by putting a human face on the important work of helping children with severe health issues and their families.
  5. The story should never be completely predictable. The most memorable stories offer the customer something unexpected. A surprise or a twist. At the same time, they should be left with the feeling that the story “makes sense.” Guinness did this with their “Friendship” commercial. The spot combined both emotion and surprise for a powerful and memorable twist when it’s revealed that only one player in a game of wheelchair basketball is actually wheelchair bound.

Consumers are bombarded with thousands of images and messages, pitches and offers daily. Delivering your message using storytelling is an effective and memorable way to break through the clutter and achieve your marketing goals.

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